Nowadays, customers crave emotional connection and authenticity from brands. Therefore, every year we see an increase in representation and inclusion among brand campaigns for special days like Mother’s Day.
This year we see more and more companies showcasing the reality of motherhood and the beauty of diversity among mothers around the world. Moreover, we see more inclusive messages for people who may not celebrate this day, or see it in a different light.
These days, mothers feel more empowered to expose their unspoken experiences with motherhood, challenge the commonly-minimized challenges of being a mother, demand societal change, share their learning outcomes on stigmatized topics, and own their postpartum bodies with confidence. Hence, campaigns should definitely align with that.
Thus, it is with great pleasure that we welcome an increasing number of brands acknowledging that the idealized image of all stages of being a mother is now an obsolete approach to portray.
We present to you the best Mother’s day campaigns of 2022!
Baby Dove – Acknowledging the hardships of Motherhood
After it was found that American mothers don’t feel society allows them to share how hard the first year of motherhood really is. The American skincare brand partnered up with Postpartum Support International to shed the light on the stigmatized hardships of motherhood.
Disputing the typically idealized picture of motherhood portrayed on social media, the brand encouraged mothers to share their untold postpartum moments and challenges under the hashtag #OneRealPressure.
See more, here.
Burger King – Targeting Pregnancy Cravings
It is no myth that pregnant women get serious food cravings for the weirdest mixes. Accordingly, Burger King Germany developed special Whopper combinations for pregnant women, such as cucumber and jam, beef and cake, olives and vanilla ice, fish sticks and applesauce, and more.
Check out the flavors and more, here.
Sephora – Inclusive Motherhood
This year, Sephora ‘celebrates all moms’. Their Mother’s day campaign centered around inclusivity and representation of who one may consider a ‘mother’. In a heartfelt ad, they showcased the wide array of mother figures, beyond biological motherhood and heteronormativity.
“Here’s to the adoptive moms, drag moms, mentor-moms, stepmoms, biological moms, pet moms, and more.”
Upwork – Hire a Working Mother
The Covid-19 pandemic took a toll on employment, including that of working Mothers. Under the slogan ‘What makes them a great mom also makes them a great hire’, Upwork urges businesses to re-hire mothers who were impacted. Consequently, under the hashtag #motherhoodworks, companies are able to welcome skilled moms to apply to their jobs.
Moreover, they offer resources for moms to connect with others and pursue skill certifications. Read more, here.
Victoria’s Secret – Real Love
In a heartfelt video, the brand interviewed famous moms and their children as they discussed motherhood and their relationships. Indeed, iconic celebrities such as Brooke Shields, Abby Champion, Lais Ribeiro, and more, make a lovely appearance while wearing the brand’s clothing items.
“No matter how you mom, how you were mothered, or how your narrative came to be, we’re excited to celebrate the multifaceted relationships that instill real love”
Samsung – Mother’s Night
Cleverly, the popular electronics company put their efforts into promoting their new Galaxy S22 by turning Mother’s Day into #MothersNight. Surprising mom with a lovely and unforgettable evening is the way to go. And capturing all the night’s special moments has never been easier than with the phone’s Nightography feature.
Read on, here.
Planning your next Mother’s day campaign?
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